Gucci Taps Documentary Photographer Martin Parr for Latest Campaign

by Lauriane Belair July 25, 2018

After launching a home decor collection and opening a Michelin-Star restaurant, Gucci is once again disrupting the traditional rules of high fashion, this time by lending the artistic wheel to Martin Parr. Parr, a legendary British photographer better known for his photojournalism and documentary photography than slick fashion images, captures the candid and mundane in hopes of highlighting patterns of human behaviour. Parr’s portfolio is filled with unposed, raw, spontaneous and honest images of normal (non-airbrushed) people enjoying their everyday (real life) activities : sunbathing, shopping, eating, waiting in line, dancing, etc.

Of all the #GucciPlaces he shot for #TimeToParr, “My favorite was the wonderful country house near to Florence, called @castellosonnino” photographer @martinparrstudio says. Dating back to the 13th century, the home is maintained by the Sonnino family who reside there. In Parr’s snapshot, their dog Nelson waits patiently for his brioche. Text by @kchayka. #AlessandroMichele Discover more through link in bio

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Gucci’s “Time to Parr” campaign draws from the photographer’s uncalculated aesthetic by candidly shooting strangers, not models, wearing the Italian brand’s watches. The photographer travelled to nine ‘Gucci places’ – namely, the Gucci Gardens in Florence, the LACMA in Los Angeles, the Biblioteca Angelica in Rome, the Bibo’s restaurant in Hong Kong, the Chatsworth House in Derbyshire, the Waltz shop in Tokyo, the Maison Assouline in London, the Country house Castello Sonnino Montespertoli near Florence and the Dapper Dan ateliers in Harlem New York – where he photographed people performing normal everyday actions : hailing a cab, taking a selfie, feeding a dog, eating a banana, etc.

Derbyshire is a district in the center of England. There, Chatsworth House @chatsworthofficial, the first of the #GucciPlaces, is a 17th-century country estate, home to the Cavendish family since 1549. @martinparrstudio captures the G-Timeless watch with the green-red-green Web nylon strap, worn by one of Chatsworth’s gardeners who preserve the centuries-old grounds, including an expansive rose garden. #TimeToParr Text by @kchayka. #AlessandroMichele Discover more through link in bio.

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These images perfectly befit Alessandro Michele’s recent creative narratives for Gucci, expanding the brand’s identity from selling commodities to selling a lifestyle. Indeed, a timepiece isn’t just an accessory, it becomes part of one’s daily actions, often an intimate gift from a loved one or a valued heirloom.

At the Los Angeles County Museum of Art @lacma, @martinparrstudio reveals a museum-goer wearing a G-Timeless watch with the green-red-green Web stripe posing in the gallery’s installation at its entrance. #GucciPlaces #TimeToParr Text by @kchayka. #AlessandroMichele Read more through link in bio. ©2018 Chris Burden / licensed by The Chris Burden Estate and Artists Rights Society (ARS), New York

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